Citizens Bank continues to focus on building out its in-house solutions, adding digital tools to help clients move toward more intuitive banking options. 

This year, the $219 billion bank in August launched a digital scheduler within its mobile app for: 

• Online appointments; 

• Financial advice; and 

• Financial planning tools. 

The scheduler has “actually gotten really good traction, both with our customers that have opened digitally as well as from a banker interaction perspective,” Head of Deposits Chris Powell told Bank Automation News.  

“it’s another way for us to demonstrate real value to the customer as we’re sitting there and talking about what their needs are and their aspirations,” he added. 

About 74% of Citizens customers use mobile or desktop channels for banking, Lamont Young, executive vice president and head of national banking and digital channels, previously told BAN. 

Among those is the bank’s Citizens Benefits calculator, used for: 

• Lending discounts; 

• Refinancing loans; and 

• Measuring potential savings. 

With the calculating feature, Citizens can help clients save money and demonstrate the value it delivers, Powell said. 

In the fourth quarter of 2023, Citizens also announced a digital assistant, the Digital Butler, that provides a more personalized experience, simplified process for online banking and an intuitive flow, he said. 

“The overall goal is to use the digital assistant and data-driven insights to create more personalized, proactive and valuable experiences for customers, ultimately strengthening their relationships with Citizens Bank,” Powell said. 

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